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Exploring the Intention to Watch Advertisements on YouTube Among Youth

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YouTube is the most popular online video platform. Thousands of videos are being uploaded in to YouTube every day. Marketers are placing their advertisements inside the YouTube videos and over a period of time, this has evolved as a business model which generates revenue for the people who...

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A Study on Influence of Digital Marketing on Buying Behaviour of Youth

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What makes the Indian youths to engage with online retail brands : an empirical study

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The impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers

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